Monthly Archives

July 2016

Branded Events Lure Millennials

By | Acumen Insights

Data from experiential marketing software Splash as reported by Ad Week shows the potential of “branded events” for generating buzz among Millennials. When asked if they had done various activities at a branded event,” 81 percent of Millennials said they had shared a photo on social, 71 percent said used the events hashtag on social, 67 percent said they followed the brand on social and 56 percent signed up for an email list. Furthermore, the study found 92 percent of Millennials would be open to receiving a personalized email offer from a brand following an event. Almost a third (29 percent) of Millennials expected some sort of recognition from a brand if they attend two or more sponsored events, and 64 say they did not expect a reward but that it would be nice. When it comes to giveaways, 24 percent said a water bottle was their favorite piece of swag ever received at an event, while 12 percent said a t shirt and 10 percent said a hat.

Additional research from music streaming service Pandora shows music events are particularly appealing for young consumers. Concerts (60 percent) and music festivals (32 percent) were in the top five most desired experiences for Gen Y and 73 percent said their main reasons for attending a brand sponsored event was the music or entertainment. Eighty-two percent said they have noticed a brand sponsoring a music event, and one in three had a more positive opinion of the brand after attending an event.

One-Third of Millennials Don’t Have Paid TV

By | Acumen Insights

Netflix, Amazon Video and Hulu are reaching the popularity level of paid TV according to a survey from Clearleap. Streaming services are on nearly equal ground in terms of market share; 71 percent of adult U.S. consumers say they have used a streaming service either currently or previously, and 79 percent say they currently subscribe to pay TV. Furthermore, the survey shows consumers are willing to pay more for streaming services; 43 percent say they would pay $10 to $25 a month, higher than current pricing for most streaming services.

The survey found Millennials in particular are leading the adoption of streaming services. Among those ages 18-29, more than 70 percent use a streaming service but only 64 percent have a paid TV subscription; 26 percent have never had paid TV as adults. Replacing paid TV for this age group are streaming video on laptops (58 percent) and watching video on smartphones (39 percent). About 30 percent use Internet connected TVs and tablets to stream video, while 22 percent use gaming consoles.

Gen Z Sees Gender Differently

By | Acumen Insights

A survey from The Innovation Group, as reported by J. Walter Thompson Intelligence, found the “gender binary” is less relevant for the younger generation. The survey found 56 percent of 13-to-20 year olds knew someone who went by gender-neutral pronounces such as “they,” them,” or “ze,” compared with 43 percent of people age 28-to-34 years old. Over a third of Gen Z respondents strongly agreed gender did not define a person as much as it used to, compared to 27 percent of Millennials.

Gen Z also rejected the gender binary while shopping—only 44 percent said they always bought clothes designed for their own gender versus 54 percent of Millennials. For products such as shoes, clothes, deodorant, fragrance and sporting equipment Millennials were universally more inclined than Gen Z to buy products geared to their gender, particularly in the shoe category where 57 percent of Millennials reported buying gender specific shoes compared to only 39 percent of Gen Z.

Gen Z also felt public spaces should provide access to gender neutral bathrooms with 70 percent of Gen Z supporting this option compared to 57 percent of 21-to 34-year olds.

Millennial Media Behavior Differs by Life Stage

By | Acumen Insights

Encompassing those between the ages of 18 and 34, the generation known as Millennials has a wide array of differences based on life stage. Nielsen divided Millennials into three groups to study their media behaviors: Dependent Adult (living in someone else’s house), On Their Own (living in their own home without children), and Starting a Family (living in their own home with children).  Nielsen found 78 percent of On Their Own had subscription-based video on demand (such as Netflix and Hulu), higher than Dependent Adults (64 percent) and Starting a Family (58 percent). On Their Own also were more likely than the other groups to have multimedia devices, broadband Internet and laptops. Starting a Family were more likely to own DVRs (47 percent), DVD players (69 percent) and tablets (65 percent).

On Their Own had the lowest penetration of traditional sources of video (paid TV, working antenna) and spent the most time outside the home. They also watched the least amount of live TV (two hours and 6 minutes per day), had the highest penetration of multimedia devices and streaming services, and spent the greatest amount of time with TV-connected devices (1 hour and 32 minutes).

Starting a Family had greater penetration of paid TV than On Their Own (79% vs. 72%) and working antennas (14% vs. 12%). They also spent the most time at home of the three life stages. These factors mean Starting a Family watched the most live TV (three hours and 16 minutes per day) and made the greatest total use of a TV screen (four hours and 40 minutes).

Gen Y Digs Paper Coupons

By | Acumen Insights

A study from Valassis examines shopping behavior across generations and found only slight differences in coupon use based on age. Coupon use remains high, with 90 percent of consumers reporting they use coupons. Print remains highly relevant to coupon usage with 87 percent of all consumers using coupons they receive in the mail and 82 percent using newspaper-delivered coupons. Although the percentage of Millennials using paperless coupons is significantly higher than the average (81 percent versus 66 percent), Millennials still use print coupons at a similar rate to older generations. Specifically, 82 percent of Millennials use coupons from newspapers, similar to 83 percent of Gen X and 79 percent of Baby Boomers; 85 percent use coupons received in the mail, compared to the average of 87 percent.

Millennials also actively seek out digital coupons at the rate of 41 percent versus 29 percent of all consumers; 27 percent of all consumers versus 40 percent of Millennials have used paperless discounts. Across generations, the most popular websites to search for coupons included retailer websites (57 percent), coupon websites (53 percent), manufacturer and brand websites (35 percent), and search engines (49 percent).

Youth Tune In to (Streaming) Radio

By | Acumen Insights

According Edison Research and Triton Digital, 50 percent of all Americans age 12 and older listened to online radio in the past week with the highest rate among listeners age 12-24 (73 percent). The increase in online radio likely has interfered with in-home ownership of traditional receivers; 79 percent said they had a radio at home in 2016 compared to 96 percent in 2008; among 18 to 34 year olds the number is down from 94 percent to 68 percent.

AM/FM radio is used for keeping up with new music by 68 percent of listeners, the same percent that rely on “friends and family” and nearly identical to YouTube (66 percent). Among 12 to 24 year olds broadcast radio falls to third (58 percent), behind You Tube (86 percent) and friends and family (74 percent).

Gen Z Ready to Drive

By | Acumen Insights

Research from Kelley Blue Book and Autotrader offers an in depth look at the next generation of car shoppers. They find Gen Z (those up to age 17) feel strongly about the importance of owning and driving their own cars. Among these young consumers, 92 percent own or plan to own a vehicle, and 97 percent have or plan to get a driver’s license. Car ownership is so attractive to this age group that 72 percent would rather have their own car for a year than use social media, 63 percent would rather have a car for a year than buy new clothes, and 73 percent would rather have a car for a year than eat out.

Gen Z values safety over infotainment features in their cars and potential cars. Compared to 25 percent of Millennials, 43 percent of Gen Z think safety is important and 35 percent think infotainment is important. Gen Z is less focused on the style or brand of car than Millennials, with 34 percent of Millennials stating this aspect is important compared to 23 percent of Gen Z. The study also finds car shopping is about the experience for Gen Z. Only 26 percent want to buy a car online in the future, while 68 percent agree face-to-face interaction is important in car buying and 52 percent would need to test drive a vehicle two or more times to make a decision.

Millennial B2B Buyers Trust Social Media

By | Acumen Insights

Millennial B2B buyers (ages 20 to 35) are turning primarily to digital channels in the initial phases of researching new products and services according to Sacunas. Over half (56 percent) indicated search engines, vendor websites and social media are most important for researching new products and services. Overall, 85 percent of Millennials used social media to research products and services for their companies. The younger buyers (ages 20 to 24) had the highest preference for digital channels (62 percent) compared to 25-to-29 year olds (52 percent) and 30-to-35 (57 percent). The two older cohorts indicated a higher preference for consulting peers or colleagues.

Millennial B2B buyers had a strong affinity for video-based content and case studies within the digital realm. The youngest Millennials most preferred video-based content (35 percent) compared to the older Millennials (27 percent). Infographics and webinars resonated least with Millennials of all ages. More than one-third of buyers (39 percent) said training and demos were helpful ways to receive information about a B2B product or service.

Video Ads Best Way to Pay-for-Play

By | Acumen Insights

A study from Unity Technologies found in-game advertising has the potential to be profitable. In fact, 71 percent of players cited watching in-game video ads as their preferred way to “pay” for mobile games, trumping in-app purchases and premium pricing. This number contrasts with the 18 percent of users who prefer to put down money for a game and the 11 percent who are happiest funding a game with in-app purchases. Overall 62 percent of mobile game players said they had engaged with a video ad at least once in return for an in-game reward.

Among mobile game developers, 52 percent identified video ads as providing the highest revenue per user compared to any other type of in game advertising; 86 percent of developers saw in-app purchases unaffected after integrating rewarded ads. Forty-six percent of players prefer viewing videos over any other ad format, while banner ads are preferred by 20 percent.

ScreenJunkies is LIVE at Comic Con!

By | Blog

We’re so excited to announce that for the first time ever, ScreenJunkies will be LIVE at Comic Con. Starting Thursday, July 21 at 4:30pm PST, the ScreenJunkies team will be streaming upwards of 15 live events to ScreenJunkies.com, YouTube, and Facebook from ScreenJunkies Central at Moonshine Flats. Over the next three days, SJ will bring all of its shows and talent to produce almost 20 pieces of content with amazing talent like Danny McBride, Kevin Smith, and Elijah Wood stopping by.

And if ScreenJunkies live isn’t enough, anyone who is at Comic Con should stop by the SJ official SDCC panel on Friday night at 9:15PM. There will be special guests like Max Landis, Doug Benson, Zack Stentz, and other surprise friends joining in for Movie Fights Live. The SJ crew will also show some never before seen episodes of the Emmy-nominated series Honest Trailers.

Make sure to check out all the live episodes on ScreenJunkies.com or YouTube.